Step by Step
In this industry, it's often said that things get progressively easier the second time around. While a number of designers and manufacturers would no doubt debate that point ? considering that each season allows not even the smallest margin of error - it was certainly pertinent for organisers of this year's Australian Shoe Fair.
Only the third in its series and the second to take place at Sydney's Exhibition Centre, the fair - staged from February 15 to 17 - was already plumping its youthful chest; doubling in size from more than 2109sqm in February 2006 to 4222sqm in 2007. Visitors also swung figures in the event's favour with an increase to just under 2800 buyers, 88% of which came from the boutique market and independent retail.
An even spread of buyers from every state in Australia also meant exhibitors were given the opportunity to branch out across the country.
This did much to prop the enthusiasm of Annucci Leather representative, Peter Saifi. A Sydney-based wholesaler of bags and accessories, he confirmed that 50% of the company's sales had come from new businesses and that he'd successfully reached target markets throughout major Australian states.
Saifi further attributed his success to AEC's decision to co-locate the event with the Leather Bags and Accessories Fair for the first time. Essentially, this meant buyers had the convenience of a "one-stop-shop".
Rare Bird/Shoe Box director Chris Winn, a second-time buyer at the event, was also thrilled by the initiative.
"It made it a lot more interesting for me because it meant we could get everything we needed at the one event," she said. "It might be logistically impossible at this stage, but it would be great to also combine the shoe fair with Fashion Exposed."
While Winn did not walk away with any new brands, she said she was further pleased by the opportunity to meet with principle interstate clients.
"Agents can't carry everything so it was nice to see the whole range laid out in front of you. It allowed us to do an analysis of the brands that we do carry to see how they've evolved and what new things they're doing. It's the biggest advantage of the fair and well worth the effort."
Miss Gladys Sym Choon director Joff Chapel also said that while he emerged from the event with only two new purchases, he enjoyed meeting with regular clients. Chapel suggested that a broader spectrum of exhibitors would have boosted his experience.
"Our business is quite a broad brush ? we do eveningwear, we also have a menswear department so I come looking for a good variety of things. It would've been great if there were more internationals offering quirky products. All of my interest was aimed at what was new on the market."
Although higher end footwear companies such as Treska ? a Spanish footwear importer ? and Malene Birger ? a Denmark based label distributed by Higgovale Ltd ? admitted it was at times tough to compete with local, lower priced exhibitors, they both recorded excellent sales.
Higgovale representative Kate Benson said the brand even "Although we are a relatively high end brand we still had a lot of interest in the brand from highly regarded stores. It was a great experience for us and something that we will definitely consider doing again in the future."
The next instalment of the Australian Shoe Fair will be staged at the Melbourne Exhibition Centre in August.